PrescribeWellness, Karmadata form data-mining deal

ALISO VIEJO, Calif. — Patient communication software maker PrescribeWellness has formed a deal with data-management firm Karmadata to send targeted patient communications to pharmacy customers, the company said Tuesday.

PrescribeWellness said the goal of the deal was to improve medication adherence and health management outcomes by using Karmadata's data mining and analysis of patient interactions for the design and automation of personalized communications. Financial terms of the deal were not disclosed.

According to research, personal communications between pharmacists and patients can form a stronger bond between the two, thus leading to higher medication adherence.

"The obstacles to adherence are different for each patient, hence it's important to personalize communications to fit their individual needs, and that's where big data plays a role," PrescribeWellness CEO Al Babbington said. "The Karmadata partnership allows us to affordably provide our clients the benefits of one-to-one intervention."